What is ROAS?
ROAS (return on ad spend) is the revenue your ads generate for every rupee you spend on them. The formula is ROAS = revenue from ads / ad spend. A ROAS of 4x means every ₹1 of ad spend brought in ₹4 of revenue.
What is a good ROAS?
A good ROAS is any ROAS above your break-even ROAS, and that number depends on your margin, not on an industry average. Break-even ROAS = 1 / gross margin. At a 40% margin you need 2.5x just to cover the ad cost; at a 20% margin you need 5x. That is why a 3x ROAS can be excellent for one brand and a loss for another.
Average ROAS by industry on Meta ads
The median ecommerce brand on Meta ads earns between 1.13x and 2.35x ROAS, depending on its industry. Sports and outdoors brands sit at 2.35x; health and wellness brands at 1.44x. These medians come from more than 40,000 brands tracked by Triple Whale between August 2025 and July 2026. Use them to see where peers sit, then compare your own ROAS with your break-even ROAS.
| Industry | Median ROAS | Margin needed to break even at this ROAS |
|---|---|---|
| Sports and outdoors | 2.35x | 43% |
| Business supplies | 2.34x | 43% |
| Travel accessories and luggage | 2.28x | 44% |
| Baby products | 2.25x | 44% |
| Home and garden | 2.25x | 44% |
| Apparel and accessories | 2.24x | 45% |
| Lifestyle and boutique | 2.04x | 49% |
| Toys, art and collectibles | 1.95x | 51% |
| Electronics | 1.94x | 52% |
| Books and music | 1.65x | 61% |
| Medical devices | 1.63x | 61% |
| Food and beverage | 1.61x | 62% |
| Pets | 1.60x | 63% |
| Beauty | 1.54x | 65% |
| Health and wellness | 1.44x | 69% |
| E-learning and courses | 1.19x | 84% |
| Media and publishing | 1.13x | 88% |
Source: Median of 40,000+ ecommerce brands, Triple Whale, Aug 2025 to Jul 2026.
Most of these medians sit below the 2.5x that a 40% margin needs to break even. So the typical brand relies on repeat purchases or a higher margin to make Meta ads pay. Judge your own account on profit after ad spend, not on the median alone.
Average Google Ads conversion rate by industry
The median US Google Search campaign turns 8.18% of clicks into a lead or sale. It ranges from 2.64% in finance and insurance to 16.22% in animals and pets, across 13,474 campaigns that WordStream studied from April 2025 to March 2026.
| Industry | Median conversion rate |
|---|---|
| Animals and pets | 16.22% |
| Automotive repair and parts | 15.51% |
| Education and coaching | 13.14% |
| Doctors and clinics | 12.43% |
| Personal services | 12.34% |
| Dentists and dental | 10.67% |
| Beauty and personal care | 10.35% |
| Industrial and commercial | 8.20% |
| Home improvement | 8.05% |
| Restaurants and food | 8.05% |
| Sports and recreation | 7.69% |
| Health and fitness | 6.94% |
| Automotive, for sale | 6.01% |
| Arts and entertainment | 5.91% |
| Travel | 5.83% |
| Lawyers and legal services | 5.55% |
| Business services | 4.85% |
| Apparel, fashion and jewellery | 4.50% |
| Shopping and gifts | 4.01% |
| Real estate | 3.70% |
| Careers and employment | 3.05% |
| Furniture | 2.99% |
| Finance and insurance | 2.64% |
Source: Median of 13,474 US search campaigns, WordStream by LocaliQ, Apr 2025 to Mar 2026.
Is there a ROAS benchmark for India?
No public study publishes ROAS medians for Indian advertisers by industry. The PingTalks India index is built to fix that. When you use the calculator above, you can add your ROAS anonymously with your industry and city. We store only the ratio, never your spend, revenue or email. Once 30 businesses fill an industry, the calculator compares you with the Indian median instead of the global one.
ROAS vs ROI: what is the difference?
ROAS looks at revenue; ROI looks at profit. ROI on ad spend = (revenue × margin − ad spend) / ad spend. Use ROAS to compare campaigns quickly inside Google Ads or Meta Ads Manager, and ROI or profit after ad spend to decide where the next rupee of budget should go.
How to use this ROAS calculator
- Pick one period. Use the same date range for spend and revenue, for example the last 30 days.
- Use attributed revenue. Take revenue from your conversion tracking, ideally checked against your store or CRM.
- Enter your real margin. Gross margin after product cost, shipping and payment fees, not your markup.
- Compare with break-even. Scale campaigns above break-even ROAS, fix or pause the ones below it.
Want to improve the number? Start with accurate conversion tracking, then read our Google Ads guide, our Meta Ads guide and the CRO guide.